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Manager's To Do

February To-Do List: Global Pet Expo Prep, A Return to the Gym, and Video Testimonials

Try video testimonials as a sales tool.

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Feb. 2-8

MERCHANDISING Schedule a meeting with staff to discuss merchandising based on what you discovered data mining. Brainstorm buying strategies that will enable you to achieve your 2020 goals. (Do you want to attract more, younger pet owners? Expand cat offerings? Should you be pushing services?)

WEBSITE If you haven’t already, post a photo of your storefront on your website, along with text-based directions. It makes it easier for shoppers to find your store and eases threshold resistance.

INVENTORY Global Pet Expo is only a few weeks away: It’s time to take a hard look at your inventory. Drill down into your data (GPM, brand performance, price points, markdowns) to weed out underperformers and identify any new category trends. Set targets and support plans for your emerging inventory stars.

Feb. 9-15

OPERATIONS Among the many service fees that climb to uncompetitive rates if not checked regularly is insurance coverage. You might, for example, have insured your computer equipment years ago when a PC cost $4,000. Pledge to conduct an annual review of your property insurance policies to ensure they represent today’s prices.

STAFF You may not need new people now but always have a list of potential candidates. Look at it long-term: When you’ve got the best people running things, you can take your kids skiing in France.

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Feb. 16-22

CUSTOMER SERVICE Set the bar high for your customers by adding a monthly pet training challenge to your website.

SAFETY Buy a power-surge protector. A POS meltdown can be costly.

HEALTH The cold busy months are retreating; it’s time to get back to the gym. Commit today to an exercise routine that fits in with your overall management style. Could that be boxing? Do-it-all Crossfit training? Aerial yoga? Or perhaps climbing the walls? With so many choices, you have no longer have an excuse.

Feb. 23-29

IN-STORE Bring in a lighting consultant for a day. With her help, you may be able to replace energy hogs with LEDs and make other changes to add life and (a kinder) light to your business. The savings will soon pay back the fee, says Ruth Mellergaard of interior design firm GRID/3.

OPERATIONS Examine your in-store signage. Is it friendly? Is it memorable? Is it working as a silent sales associate? If it’s not doing any of those things, start the process of changing it.

MARKETING Video testimonials are a sales tool of almost unrivaled power. When a favorite customer brings in a pet for a grooming or even to pick up a cute Valentine’s Day gift, ask if they would consider doing a quick video shoot for you. Stories recounting how you solved a problem for them are best. Don’t worry about looking overly professional.

Since launching in 2017, PETS+ has won 16 major international journalism awards for its publication and website. Contact PETS+'s editors at editor@petsplusmag.com.

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